You Don’t Know Philly for Philadelphia - Best B2B Campaign Winner - Jellybean - The Independent Agency Awards 2022

Campaign Summary:

Jellybean was tasked with waking a sleeping giant in the B2B market, when Philadelphia Professional owner Mondelez International decided that it wanted to reconnect with a chef audience. Previous campaigns with other agencies had seen the product arguably mis-targeted at high end, restaurant focused chefs, yielding disappointing results.

Mondelez was keen to differentiate its iconic cream cheese against cheaper own label alternatives by showcasing its superior taste, quality and versatility. So, with an innate 35-year understanding of the foodservice market, Jellybean set about creating a campaign to work across five key sectors: education, healthcare, pubs and restaurants, hotels and food to go (identified through sales out data) reconnecting with authentic chef users and built on a core piece of insight that was to define the entire campaign.

Scores of initial chef interviews revealed that aside from cheesecakes and bagels, almost all chefs were short on inspiration around how to use Philadelphia, and so the ‘You Don’t Know Philly’ campaign was born – a tongue in cheek line to explode myths, challenge, educate and inspire chefs on why they should be using the product more often.

The fully integrated campaign spanned insight, influencer marketing, PR, marcomms, social media, video and bespoke sales support and achieved unprecedented results, doubling foodservice sales and recruiting a new audience of chefs across five sectors.

- Jellybean​